Changing road users' behaviour - the role of advertising.

Author(s)
Hutchinson, C.
Year
Abstract

This paper considers the impact of advertising in the UK on behaviour with regard to encouraging greater road safety. Advertising is seen as influencing long-term behavioural change. Three behavioural change models are presented: Ajzen, Prochaska, and negative framing and prospect theory. Examples are given of road safety promotion films used in the UK. The communications model is shown (from small risk to call to action). Different media should be used to communicate different types of message. A road safety campaign "tool box" is described, involving new information, physical/emotional mirroring, jolting, risk, responsibility, solutions, constant presence and a "joined-up" approach. For the covering abstract see ITRD E121172.

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Publication

Library number
C 29898 (In: C 29896 [electronic version only]) /10 /83 / ITRD E121174
Source

In: Targets 2010 : no room for complacency : proceedings of a conference on road safety held 10 February 2004, p. 32-40

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.